With more and more eating outlets adopting the modular ‘Design your own dish” concept, Thainabox no longer enjoyed its pioneering advantage.

With restaurants from Bondi to Parramatta and Neutral Bay to Burwood, the umbrella brand needed fresh reinforcement. However, the box was no longer unique to the chain with a growing number of Asian eating houses replicating the idea.

Sluggish sales and absence of a unique value proposition was beginning to erode brand value.

IDEATING STRATEGIES

With several copycat restaurants and takeaways mushrooming around Sydney, the brand needed to assume a leadership stance becoming synonymous with quality Thai food that is especially crafted for Australian tastebuds. Thainabox required an outside the box thinking.

Beyond highlighting the variety of the menu, the brand embraced the concept of a Thai adventure (quite like the modern day Silk Road), tracing the path of exotic Asian spices from Thailand to Australia.

CRAFTING SOLUTIONS

A unique assortment of pictures, illustrations and animated icons against a beige coloured cartographic background brought the concept to life on the website.

Importantly, the treatment was carried across to a prominent wall in the physical store. What went into the wok thus defined the promise of what came out of it.